Rickrolling gets real: ea's dante's inferno marketing stunt

Remember the internet's favorite prank? The 'rickroll'? Electronic Arts decided to weaponize it—and a hammer—to promote their 2009 action-adventure game, Dante’s Inferno. It wasn't just a clever nod to internet culture; it was a full-blown, strangely aggressive Marketingcampaign that left journalists and bloggers slightly bewildered, and definitely needing a workout.

The box of fury

Months before Dante’s Inferno hit shelves, EA embarked on a nine-circle-of-hell-themed Marketing push, mirroring Dante Alighieri's Divine Comedy. One particularly memorable tactic, designed to represent the sin of Wrath, involved sending a wooden box to gaming press and influencers. Inside? Rick Astley’s “Never Gonna Give You Up” playing on repeat. No power button. No escape. Just an inscription on the lid: “The fifth circle of Hell is near.”

The only way to silence the incessant 80s pop was to physically destroy the box. And, in a stroke of genius—or madness—EA included a hammer and safety goggles with each package. The message was clear: succumb to the rage, and unleash your inner fury upon the offending wooden container. Reports indicate it required a decent amount of force to dismantle the device, adding a physical element to the online gag.

Once breached, the box revealed a note tying the destruction back to Dante’s Inferno’s themes: “The sin of Wrath is yours. You have succumbed to rage and opened a hellish font that boils with dark waters. Unrestrained, your rage begat wrath. The waters have risen unchecked and you shall drown in a pestilent mire. Go to Hell.” A fitting tagline for a game steeped in infernal imagery.

Beyond the rickroll: a marketing rollercoaster

While the 'rickroll' box is the most notorious element, EA’s promotional strategy was far more elaborate. They offered a $6.66 discount on pre-orders at GameStop (on 9/9/09, naturally) and even staged mock protests against the game’s release—a move that backfired spectacularly, drawing accusations of anti-Christian trickery from bloggers.

But the marketing didn't stop there. A Comic-Con promotion featuring scantily clad “booth babes” sparked intense criticism and the swift rise of #EAFail on Twitter, forcing a public apology. The sheer audacity of the campaign, while aiming for attention, landed EA in hot water more than once.

Did it work?

Despite the controversies and occasional missteps, EA undeniably generated buzz around Dante’s Inferno. The game itself, while criticized for repetitive gameplay, still managed to carve out a niche with its visceral combat and faithful adaptation of Dante’s vision of Hell. Ultimately, EA's marketing campaign, with its unusual blend of internet nostalgia and aggressive tactics, left a lasting impression—proving that sometimes, the most memorable marketing is the most bizarre.